Driving Awareness and Engagement for Ontix's Small Cell Solutions
Mobile coverage in cities is notoriously poor and a recurring topic of discussion in consumer news, including Time Out, which argued that the UK's “mobile network infrastructure desperately needs upgrading.” This challenges two stakeholder groups: mobile network operators (MNOs) and councils. To remain competitive, it’s business-critical for MNOs to keep customers happy and connected, while councils need to ensure visitors, residents and businesses have access to reliable online services.
This is where Ontix, a provider of next-generation infrastructure-as-a-service and small cell technology, comes in. The company works with major operators and councils across the UK and was looking for communications and marketing support to amplify the successful deployments of its small cell solution.
The goal was to raise awareness among both operators and councils about how to enhance connectivity in cities and congested urban areas. Ontix engaged TFD to develop a multi-channel approach to reach key industry audiences, including MNOs and local governments.
Our strategy, which combined expert counsel and tactical execution across earned and owned channels, was crucial to driving greater engagement and impact.
Our Approach
The strategic approach involved a blend of proactive media and analyst relations, content development, and social media management.
To announce Ontix’s small cell deployments and demonstrate its expertise and partnerships, we developed and distributed news releases in collaboration with MNOs such as Virgin Media O2, BT and EE, and the relevant local councils.
In addition, we provided a full-service press office, including tracking forward features and industry awards, proactively securing industry analyst briefings, and coordinating interviews at key trade events such as Mobile World Congress (MWC) and Connected Britain.
To ensure messaging aligned across its owned and earned media, we worked on an integrated communications approach across social media and Ontix’s website. We leveraged photos of the company’s deployments in iconic landmarks, such as Big Ben and Trafalgar Square, to demonstrate how the small cells seamlessly blend into historic areas, as well as drawing attention by using these well-known locations. This helped drive significant engagement and follower growth.
Key Results
Our work for Ontix significantly boosted the brand’s visibility and engagement within its two core sectors: telecoms and local government. In the last 18 months, we built the company’s presence so much so that they are organically cited by major trade publications. We secured over 100 pieces of coverage in major telco and tech trade publications, as well as local news titles. Publications included Computer Weekly, telecompaper, Total Telecom, Capacity, Telecoms.com, TelcoTitans and Light Reading. This resulted in a spike in organic coverage, with outlets frequently mentioning Ontix’s work in wider features and industry commentary, demonstrating widespread awareness of the company and its work.
We built relationships between Ontix and key analysts, including S&P Global Market Intelligence, STL Partners, TelcoForge and TelcoTitans, to further support the company’s go-to-market strategy.
Ontix’s social media performance saw a significant increase, with a 30% increase in followers and more than 22,000 impressions during the campaign period. Industry voices such as analyst Shaun Collins and consultant Paul Rhodes, as well as key tech and telco players, including CCS Insights and Telco Titans, shared posts analysing Ontix’s deployments, boosting reach and credibility.
Kylee Hurrell, Head of People at Ontix, said, "TFD plays a key role in helping us communicate clearly and consistently. They translate our highly technical messages into engaging, on-brand content that truly resonates with our target audience. Their ability to craft compelling narratives is instrumental in driving the awareness and engagement we need to succeed, and it allows us to focus on our core business while TFD amplifies our story.”